Q3 Activity Report
Food and drink sampling campaigns have dominated this quarter, capitalising on the summer holiday period and raising awareness of new product lines.
British Summer Fruits brought their Berry Brain campaign to New Street Square, London with a giant brain constructed from a range of different berry punnets clustered together. Brand ambassador, mathematician and television presenter Rachel Riley made an appearance during the activity, promoting healthy eating and distributing the berries. Promoting berries as a snack with brain power to office city workers, passers-by were encouraged to take some berries and share their experience on social media by taking selfies with the brain using the hashtag #BerryBrainy.
Linda McCartney Foods celebrated 25 years of pioneering vegetarian meals with a sampling event during the festival period. Hungry festival-goers traveling from London Paddington to Glastonbury were treated to some vegetarian sausages, as were campers on their way to T in the Park.
Starbucks and Lipton Ice Tea were cooling down commuters in June with their sampling campaigns in Waterloo and Kings Cross Stations respectively. Starbucks placed a large vending machine styled as an ice cube to dispense their Chilled Classics range. Visitors to the stand could use the hashtag #ChilledClassics in order to receive a coin to insert into the machine and receive their free cold drink. Lipton created a pop-up area with parasols, park benches and chair swings with passers-by invited to enjoy some Lipton Ice Tea in vintage style mason jars.
To launch the latest Ghostbusters film, a mammoth Marshmallow Man appeared in Waterloo breaking through the station floor. The station was decorated with green slime poles, the underground map was re-worked to resemble the Ghostbusters logo and many of the station stops were given spooky new names.
Car promotions have been prevalent with activity across a broad spectrum of venues including shopping centres, retail parks and garden centres with brands raising awareness of their latest models.
A number of travel companies were also involved in activations this quarter. Virgin Holidays, for example, toured multiple venues including Meadowhall in Sheffield encouraging participants to pack a suitcase to the weight of 23kg within one minute for the chance to win a Caribbean holiday. The promotion also included a photo booth and Caribbean-themed props. Dubai Tourism launched its largest ever experiential campaign with commuters invited to experience the sights, sounds and attractions of Dubai on Waterloo’s concourse and the chance to win a trip to the city.
Maximising Sampling Campaigns
SpaceandPeople is now offering a kiosk to complement sampling campaigns. The kiosk has multiple plasma screens which display video and images and can be vinyl wrapped with a dump bin to amplify branding and sampling campaign messages.
Venue Spotlight: Southgate
SouthGate, Bath is a stylish, modern shopping destination with Georgian style open streets and public spaces. The venue is home to over 60 retailers including anchor Debenhams, local restaurants Steak & Brewery Graze and Jika Jika and high quality names such as All Saints, Calvin Klein, Tommy Hilfiger, Hotel Chocolat and Apple Store.
Bath is renowned for having one of the UK’s largest concentrations of original boutiques, galleries, antique shops and quality restaurants outside of London. Centrally located next to the city’s travel hubs, SouthGate has a weekly footfall of 442,000, a high average dwell time of 77 minutes and many shoppers within the Executive Wealth ACORN Group.
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Q3 ACTIVITY BREAKDOWN
|Food & Drink||42%|
|Government & Health||12%|
|Health & Beauty||5%|
New role for Bodwick
Andrew Bodwick will move to the newly created role of Head of Brand Experience within SpaceandPeople as of 1st October 2016. Andrew will build on the portfolio of brand activations and venues his team has worked on in recent years and will be responsible for further broadening the company’s knowledge bank on the experiential market and venues.